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Can press releases go viral?

“Affiliate marketers looking to drive traffic to their sites and make more money should write press releases”?

That’s the lead to a press release that went across the wire this morning from publicity consultant Dan Janal, president of PR Leads Plus.

Janal added:

“Press releases are a great marketing tactic to help entrepreneurs attract new prospects and get new leads for joint ventures and affiliate products. Affiliate marketers can build their lists, get more prospects, and create a viral marketing campaign by sending press releases.”

What do you think? Poppycock—or are press releases an effective sales device for marketers?